Small Business Partners

5 tips for reaching your best customers w/Search Marketing

Posted
on May 10, 2016

Sponsored by Small Business Partner: Bing

Making more sales means driving more customers to your website. It starts with being able to reach your ideal target customer more quickly. Search engine marketing (SEM), also known as paid search and pay-per-click (PPC), can help you do that.

Here are five SEM tips you can use to reach your best customers

1. Know your customers

A little customer research can help you better target and attract new customers and retain current ones.

Questions to keep in mind:

What search terms are used to find your product or service?
Where are your customers located?
Do people use mobile or desktop search to find your business?
What time of day and day of the week are people most likely to search for your business?
What compels people to purchase your products or use your service?

This information can help you build campaigns and ad groups targeting different customer types with keywords, ad copy and landing pages specifically relevant to them and theiir needs.

2. Get trendy

Many PPC advertising platforms have tools that help you know when, where and what device to bid on so that your ad is shown to qualified potential customers.

For example, Bing Ads tools such as ad scheduling trends, device targeting trends and location targeting trends, show you click-through rate and cost per click trends for potential customers based on industry and sub-industry. The click-through rate (CTR) refers to the number of people who see your ad and click it. This metric is often used to gauge how well your ads and keywords are performing. Cost-per-click (CPC) is the amount you pay every time someone clicks on your ad. This amount is set by you, the advertiser.

Using these tools effectively can translate into money saved by helping you hone in on ideal customers when building or optimizing an SEM camp

If category or theme works better for you, mirror your website’s navigation in your campaign structure by creating a campaign for each product category and an ad group for each sub category.

An organized campaign structure will also help you better manage your budget, ad groups, ads, keywords and customer targeting in the long

4. Stay on target

Getting your ad in front of customers most likely to buy your service or product means leveraging built-in targeting features in search advertising platforms like Bing Ads.

You can target ads by:
Geographic location
Day of the week
Time of day
Gender and age
Device
Previous website visitors (also known as remarketing)

For example, based on your customer research, you might want to target business people in your city searching for local web design firms in the evening on desktops.

You’ll save precious SEM budget by optimizing your ads to be shown only to people searching for your product or service when and where they’ll be most apt to buy.

Learn how to target your best customers and increase your sales reach with how-tos from Bing Ads.

5. Landing your best customers for higher conversions

The goal of your landing page is to get the visitor to make a specific action – buying a product, using your service, signing up for a newsletter or more. These actions are called conversions.
A great landing page user experience often results in higher conversions.
Structure your page content so that the keywords, features and benefits most important to your customers are front and center. Simplicity in design and copy is key. Forget jargon: customers want clear, concise language about your business and your products. It also lends credibility.
Make sure to highlight your call to action

Ready to put your new SEM knowledge to work reaching your best customers?
Get started today with $100* in free search advertising from Mojo Marketplace and Bing Ads.

Get your exclusive coupon now and open a new Bing Ads account today.Sign up Here